Following the launch of their ‘Don’t settle for a quokka sh!#’ platform earlier this year, HBF’s sassy, straight-talking quokkas are back to celebrate the health insurer’s 0% premium increase in 2020.
It comes at a time when other major health insurers are following through with their premium increases, despite the fact that many Aussies are doing it tough right now.
As the second largest not-for-profit health insurer in Australia, and a champion of the people, HBF wanted to make it known that we all deserve a 0% premium increase in 2020. So, this latest campaign from Leo Burnett Melbourne is a reimagining of the classic Bonnie Tyler hit, “Holding Out For a Hero” which sees the quokkas star in an uplifting, 80’s-inspired music video pleading for Aussies to “hold out for a zero” because anything else is “a quokka sh!#”.
The campaign is supported by TV, influencers, display and even comes with an extended 60” lyric video which will be shared across social and YouTube.
David Greig, General Manager, says: “We wanted to point out that, amongst health insurers, we really stand apart in the way we are supporting members during a challenging year. While our main competitors have pushed ahead with increasing premiums or have postponed increases for just a select group of members, we have cancelled our 2020 premium increase for everyone. This is what it means to be an organisation that truly puts members first. As a challenger brand, we just couldn’t resist the opportunity to make this point in our own inimitable way.
“The minute we saw ‘Holding out for a Zero’, we knew this was the idea to take to market – big, bold and uplifting.”
Holding out for a Zero is the fourth instalment from Leo Burnett and HBF. Leo Burnett won the business in a competitive pitch in December 2019, when HBF, Western Australia’s leading health insurer, decided to take its successful formula to the Eastern Seaboard. Leo Burnett enlisted the help of WA’s most iconic residents, the quokkas, to launch the brand and set the provocative challenge that people shouldn’t settle for a “quokka sh!#” when it comes to health insurance.
Leo Burnett Creative Director, Michelle Walsh, comments: “2020’s been a tough gig for all of us so it was nice to be able to help HBF take it to the category and deliver some good news for a change. The fact we got to do it with a bunch of singing quokkas was an absolute gift! We hope the spot gives Aussies as much light relief as the 0% increase itself.”
Client: HBF East Coast
General Manager: David Greig
Brand Lead: Maham Mahmood
Acquisition Lead: Jessica Albanese
Performance & Analytics Specialist: Sam Coughlan
Marketing Coordinator: Hollie Doherty
Agency: Leo Burnett Melbourne
Chief Creative Officer: Jason Williams
Creative Director: Jim Walsh
Creative Director: Michelle Walsh
Director of Integrated Strategy: Ilona Janashvili
Group Account Director: Kate Silver
Project Lead: Amanda Nicoll
Account Manager: Tessa Symon
Senior Broadcast Producer: Eliza Malone
Production: Mighty Nice
ECD Animation Director: Darren Price
Executive Producer: Tina Braham
Sound: Bang Bang
Engineer: Sam Hopgood Engineer
Music: Squeak E. Clean Studios
Please login with linkedin to commentLeo Burnett
Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]
B&T's shining a light on industry folk prior to adland. Preference given to anyone purporting actual UFO abduction.
Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]
Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]
WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]
Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]
Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]
Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]
Pinterest reckons jellyfish & moody cowboys will be big in 2024. Refused to be drawn on the return of shoulder pads.
IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]
Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising, announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]
NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]